Obvi was founded with one objective in mind: present the most obvious choice of transparent products which present real results without having to sacrifice taste. At Obvi, we believe the industry as it is currently, is facing a phenomenon which is known as the paradox of choice; that is, the more choices there are, the less satisfied the customer is starting to become. We have set out to make that choice as obvious and easy for our customers. Simple and transparent formulas with a cutting-edge flavor systems make any Obvi product, the obvious choice.

Responsibility: Held full P&L accountability for a rapidly expanding global leader in the health, wellness, and energy drink industry, managing all facets including revenue channels, consumer demand generation, product innovation, and overarching growth strategies.Portfolio Oversight: Directed the strategy for a >$1Bn Retail sales globally-distributed Active Nutrition and Energy Drink portfolio, ensuring optimal performance across revenue streams, consumer engagement touchpoints, and product evolution.Strategically grew energy drink brand to a top 5 energy drink nationally, with a clear trajectory to achieve a top 4 ranking by YE 2023, leveraging the innovative and disruptive C4 platform that significantly shifted the industry landscape within a mere 5-year span.Strategic Partnerships: Developed brand marketing initiatives, forging impactful partnerships with renowned entities such as Mars Confectionary, Bar Stool Sports, WWE, Wounded Warrior Project, among others, amplifying brand visibility and market reach.Team Leadership: Steered a robust organization comprising over 250 team members, fostering a high-performance culture that garnered multiple accolades, elevated Glassdoor scores, and reinforced organizational excellence.Innovation & Alignment: Established a forward-thinking product innovation pipeline, underpinned by a revamped Stage Gate process, ensuring organizational cohesion, strategic alignment, and maximizing growth opportunities.

As GM & EVP, I hold executive ownership over business development initiatives across North America for the largest privately-held Sports Nutrition company in the world, developing pricing, inventory, and commercialization plans to achieve channel expansion and profit growth. As such, I support all aspects of trend analysis, product development, testing, and launch, as well as branding. Following is a short list of some of my accomplishments within this position: ♦ Cultivated relationships while executing assortment strategies to drive channel diversification within FDMC business lines, achieving ACV expansion, a 50% category market share♦ Overhauled distribution and marketing investments to optimize global online marketplace strategies, presence, and growth♦ Lead the development and execution of company beverage initiative driving organization structure, product/pricing architecture, and go to market plans achieving significant growth and new door presence

As SVP, I oversaw P&L management for a specialty channel that accounts for majority of company revenue, overseeing sales, staffing initiatives, and structural changes for 40 staff. Following is a short list of some of my accomplishments within this position: ♦Offered strategic direction to successfully acquire a new company, leading integration into new company culture while driving efficiency to active 100%, $40M+ growth.♦Achieved 10% YOY additional growth through partnership development and management with leaders in a specialty distribution channel.

As VP, I managed P&L, sales, staffing, and growth initiatives for 25 staff working on key accounts with GNC, Vitamin Shoppe, and bodybuilding.com accounting for 40% of volume. Following is a short list of some of my accomplishments within this position: ♦ Tailored channel-specific growth and assortment tactics to promote revenue growth.♦ Spearheaded strategic efforts to renegotiate existing relationships resulting in improved profitability of key accounts

As Senior Director, I oversaw nine cross-functional staff, $650M+ of volume, and 300+ brands representing 38% of total company, managing staff hiring, recruitment, onboarding, and training. Moreover, I supported brand development, awareness, and architecture while interpreting trends into product innovations.Following is a short list of some of my accomplishments within this position: ♦ I led the implementation of growth strategies to achieve 40% competitive growth.♦ I served as a Change Agent to implement new organizational initiatives, including Price Value Perception and Product Architecture to evolve future product portfolios.♦ I achieved a 250bps improvement over historic levels by negotiating new margins and promotional funding from vendors.

Manage Men's Retail Division